Portfolio Marketing

Effective portfolio marketing is foundational to go-to-market success, generating the deep buyer insights, market knowledge, and messaging needed to drive engagement and results. Explore our portfolio marketing insights to help design audience-centric go-to-market strategies, craft product portfolio messaging that resonates, and enhance revenue.

Discover how Forrester supports B2B marketing professionals.

Insights

Blog

Three Ideas To Make Your Messaging A Hit With Buyers

Barry Vasudevan 3 days ago
Enticing plot, captivating characters, and spellbinding world-building are all examples of what may come to mind when thinking about what we love most in a good television show. These elements are carefully crafted by screenwriters in the writer’s room, who meet and brainstorm how to deliver the most engaging experience. B2B marketers could learn a thing or two from these writers, especially when it comes to building and enabling effective messaging. After all, isn’t the goal of messaging to reel in buyers, satiate their business needs, and provide them with a smooth and beneficial buying experience? The messaging process is complex, strategic, and intentional — just like screenwriting. While we will not dive into how to craft the next hit TV series, here are three ideas to help you develop effective messaging that’s a hit with your viewers (buyers).
Blog

Your Buyers Are Evolving, And You Should Follow

Paul Ferron May 31, 2022
Marketers need to understand how their buyers are changing and enable their buyer-facing roles with key insights to gain competitive advantage and drive growth.

B2B Summit EMEA 2022

Gain the insights you need to fuel the revenue engine and drive growth. Discover tools and frameworks to fast-track your success. Join us in London and virtually October 11–12.

Blog

Four Tips On Finding — And Spearheading — New Strategies For Growth

Beth Caplow April 22, 2022
A few mind shifts can help portfolio marketers identify and capitalize on growth sources that they may have overlooked.
Blog

Experience Rooms Are Back At B2B Summit To Help You Align Across Your Revenue Engine

April Henderson April 14, 2022
Join us next month in Austin to gain some hands-on experience in improving marketing, sales, and product alignment.
Blog

The War In Ukraine: Four Ways Portfolio Marketers Can Respond

Paul Ferron April 6, 2022
The war in the Ukraine is disrupting companies' go-to-market strategies and Portfolio Marketers need to adapt. This blog provides four things to consider.
Blog

Four Key Ways B2B Buying Varies Across Global Regions

Beth Caplow April 4, 2022
Understanding key differences in the purchasing process will improve your marketing, sales, and product strategies.
Blog

Forrester’s B2B Summit: New Research Will Emphasize Four Key Areas In Which Portfolio Marketers Can Drive Organizational Growth In A Post-COVID World

Amy Hayes March 25, 2022
Forrester’s B2B Summit North America is fast approaching. With the theme “Align, Advance, Accelerate,” this year’s event features sessions that will emphasize new research for portfolio marketers to lead their organizations to growth in a post-COVID world. Our analysts have identified four key areas that represent opportunities for portfolio marketers to deliver greater value to […]

Adapt To B2B Buyers’ Changing Behaviours

Gain insights and learn to respond quickly in order to remain competitive and drive growth.

Blog

Portfolio Marketing And Sales Operations: A Dynamic Duo!

Anne Slough March 21, 2022
In the 1950s, Dr. Lawrence Weed realized the inefficiency and inherent danger embedded within paper-based medical records. Paper-based medical records were a manual process that did not allow for or encourage a collaborative or holistic intake or diagnosis process, and thus, the electronic medical record (EMR) was born. EMRs allow for collaboration between all stakeholders […]
Blog

Three Reasons Why Your CEO Should Embrace An Audience-Focused Go-To-Market Strategy

Katie Fabiszak January 7, 2022
It’s important for organizations to unite around an audience-focused go-to-market strategy. To do this effectively, it’s imperative to get executive buy-in. CEOs have enough on their plates, so how can portfolio marketers get their attention? First, make sure your CEO knows that organizations that put the customer at the center of strategy, leadership, and operations – which Forrester calls customer-obsessed – grow revenue and profitability more than twice as fast as companies that don’t. Focusing on three things will convince your CEO that embracing an audience-focused go-to-market strategy is crucial for business.
Blog

The Buyer’s Journey Is The Portfolio Marketer’s Key To Planning For 2022

Barbara Winters October 4, 2021
Understanding how today's buyers gather information and being ready to educate and engage with them, wherever they are, is more important than ever.
Blog

Lighting Up Your Existing Tech Stack To Uncover Buyer, Customer, And Market Insights

Katie Fabiszak April 20, 2021
To support the gathering of buyer, customer, and market insights, portfolio marketers must work with their marketing operations colleagues to determine the ideal technology. In her latest blog post for Forrester, Katie Fabiszak highlights her upcoming B2B Summit North America session with Barbara Winters.
Blog

The Three Reasons Portfolio Marketers Must Enable All Buyer- And Customer-Facing Roles

Barry Vasudevan April 19, 2021
When considering portfolio marketing’s role in enablement, take a revenue enablement approach to ensure that knowledge is delivered to the various teams that require it in the way they want to receive it, and delivered when they need it.

How The Pandemic Reshaped B2B Buying

Download our infographic to learn how buying dynamics have shifted and what you should do to make inroads with today's discerning buyers.

Blog

Positioning For Fast Thinking: Priming Your Buyer To Gain Market Advantage

John Buten April 16, 2021
Why do so many new products fail? Our fast-thinking brains reject the novel in favor of the familiar. Good positioning capitalizes on fast thinking and making your offering feel familiar to buyers.
Blog

Three Seismic Shifts In Buying Behavior From Forrester’s 2021 B2B Buying Study

Beth Caplow April 14, 2021
Forrester’s 2021 B2B Buying Study, with more than 950 respondents from around the world, reveals significant changes in buying behavior.
Blog

Four Steps To Overcome The Audience-centric Transformation Paradox

Paul Ferron April 8, 2021
Even with the best intentions and C-level support, it is difficult to transform a B2B organization from having a product-centric to an audience-centric go-to-market strategy.
Blog

Three Ways To Protect Your Customer Base From Competitors

Amy Bills March 10, 2021
Forrester benchmark data shows that retained business accounts for the lion's share of company revenue. How well are you protecting that share?
Blog

Five Actions Every Portfolio Marketer Should Take To Drive Business Value In 2021

Katie Fabiszak January 21, 2021
As organizations prepare for 2021 and beyond, they need to focus on what matters most, which includes examining market trends and understanding buyer needs. Here are the five key actions portfolio marketers must take.

Alignment is Key to a Great Annual Marketing Plan

The concept behind an annual marketing plan may be simple but building a plan that your organisation can get behind is not so easy. Join this free webinar to learn more.

Blog

Fall Is The Best Time For Planting Seeds And Planning For Growth

Barbara Winters October 8, 2020
Portfolio marketing teams can play a key role in annual planning efforts by analyzing new markets and new buyers for growth opportunities.
Blog

The Show Must Go On For Portfolio Marketers In 2021

Barry Vasudevan September 24, 2020
Portfolio marketers today are being asked to lead. They must help their organizations find the new opportunities, identify the trends that can give their organizations lasting success, and ensure that buyers are kept top of mind.
Blog

A Faster Pace of Innovation Demands More Agile Ways to Bring Products to Market

Beth Caplow September 22, 2020
Learn how organizations can become more strategic, aligned and agile when bringing offerings to market with the new version of the PMM Model.
More posts